Sigorta Ürünleri ve Hizmetlerinin Dijitalleşmesinin Müşteri Tercihlerine Etkisi: Pazarlama Stratejileri Bakımından Bir Değerlendirme
The Effect of Digitalization of Insurance Products and Services on Customer Preferences: An Assessment in Terms of Marketing Strategies

Author(s): Ahmet Aydin, Yavuz Kotan
Subject(s): Business Economy / Management, Welfare services, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Özgür Yayın Dağıtım Ltd. Şti.
Keywords: Digitalization; Marketing Strategies; Insurance;
Summary/Abstract: Despite the efforts of service businesses, some extraordinary developments are affecting the way service products are presented. Digital technologies, the use of which intensifies in extraordinary situations, are now routinely used and many products/services are delivered to customers through digital channels. In this study; A literature review on services, service marketing and digitalization of services has been included and the importance of digitalization of services in terms of marketing strategies has been examined. In the study; the analysis and evaluation of the data on the impact of the digitalization of services on customer preferences in terms of marketing strategies is in question. In addition, the possible effects of demographic characteristics and perspectives on preferences in digital insurance services has examined and suggestions has made. In the result of working; it has been concluded that by following a communication-oriented marketing strategy, the trust of the target audience in digital insurance products/services can be increased, they can be insured, and the employment of experts in marketing communication in insurance companies can provide positive results.

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